Personality Politics Are Getting Old

In the ever-evolving landscape of American politics, one trend has become increasingly apparent: the growing dominance of personality-driven campaigns and virtue-signaling. Finding one’s political alignment is no longer about examining the policies presented by candidates to identify which aligns best with one’s own interests. Instead, it has become a broader phenomenon, shaping one’s identity and how it relates to the world around them.

Interestingly, even though people have shifted their focus from policy to the “win-ability” of a candidate’s personality, there is a growing sentiment that politicians, especially those with long careers and entrenched media personas, have become increasingly out of touch with the everyday concerns and needs of their constituents. This begs the question: do people want personality in or out of politics?

The unusually early presidential debate this summer encapsulates this phenomenon perfectly, drawing stark parallels to the historic JFK versus Nixon debate. Like Nixon, Biden’s debate transcript suggests a clear victory. His responses hit on the “bread and butter” issues that have been of the highest priority to voters in recent polls. However, his television appearance, like Nixon, was so poorly received that Democrats grew concerned with their candidate’s ability to compete with the king of personality politics, Donald Trump. This solidified that it might not matter what politicians say as much as it matters how they say it. 

Though Trump had several of his own debate blunders by continuing to spread falsehoods, insulting large swaths of the American populus, and indulging in conspiratorial rhetoric that has turned off many voters, he managed to tap into culture wars in a way Biden was not able to: a skill in modern politics that has become critical in defining a candidate’s “win-ability”. 

Democrats were able to quickly change the dynamic with the announcement of Kamala Harris entering the race, completely re-energizing the base and raising $200 million in her first week. Harris has proven to hold her own in the world of personality politics. She has immediately and effectively infused pop-culture relevance into her campaign, using the virality of popstar Charli XCX’s studio album “Brat” to connect with young voters. Through framing her candidacy as a prosecutor versus criminal narrative, she has quickly shed her historic unfavorability as vice president, becoming a formidable opponent to Trump.

But, this hubbub and excitement about candidates like Kamala Harris and Donald Trump should not distract from the fact that most Americans are disillusioned by politics. 

When politics become sensational, it permeates every avenue of media consumption. While this might be effective in firing up polarized bases, it has also had the unintended effect of making people feel that their representatives have become so caught up in winning the culture war that they have forgotten who and what they are fighting for. The genuine concerns of everyday Americans have gotten lost in the shuffle.  

This disconnect is most palpable in voters’ growing pessimism about their financial futures. Despite evidence of robust economic growth in the United States, constituents have consistently expressed dissatisfaction and distrust, primarily due to persistent inflation following the COVID-19 pandemic. Addressing inflation through policy has proven almost impossible, making messaging crucial. 

However, even in an era where messaging often overshadows policy, both sides of the political spectrum have struggled to effectively tackle inflation. Democrats have been shifting the blame to corporations while emphasizing positive economic indicators under their administration like GDP growth and falling unemployment, which fails to address the real struggle voters feel in their day-to-day lives. Republicans, on the other hand, have been pointing fingers at the previous administration but have failed to offer convincing arguments that position them as a better alternative.

The sensationalism of modern campaigns in contrast to the practical needs of the electorate highlights a growing frustration among voters who feel their real-life struggles are being neglected. The victor of this election will be the candidate that balances the allure of dynamic personalities with a renewed focus on the tangible concerns that shape people’s lives.